Power Lunch: Chilled Fish Lunch Solutions

A Playful and Nutritious Option for Busy City Workers

Springetts Brand Design has created an innovative solution to increase fish consumption in the UK, particularly during lunchtime or when on the go. Recognizing the needs of busy city workers, the Power Lunch range offers a variety of lunch options that are not only convenient but also packed with health benefits.

The concept behind Power Lunch is to connect the nutritional advantages of fish with the demands of the modern urban lifestyle. By offering a range of chilled fish lunch solutions, Springetts Brand Design aims to provide a fast, healthy, and inspiring alternative to traditional lunch options.

The design of the packaging plays a crucial role in conveying the brand's message. The shirt and tie motif running across the concept design is intended to be a playful and emotionally engaging brand signal that would catch the attention of city workers. The "kipper tie" pattern highlights the fish content and evokes the product proposition, while the "black tie" and "dress down Friday" routes offer limited edition options to further enhance brand engagement.

The Power Lunch packaging is designed to be both visually appealing and functional. The materials used include carton board, flow wrap inserts, and matt black plastic trays for the ready meal range. The shirt collars are physically constructed with folds in the carton board, and the reverse side of the packaging is printed with fabric textures. The "shirt" fronts are not sealed on ready meals but flap open in the center, allowing consumers to view the food inside.

Springetts Brand Design has overcome several challenges in creating the Power Lunch range. One of the main challenges was to position fish as the hero in a market where chicken is the protein of choice. The design needed to disrupt and cut through the few seconds it takes for consumers to make their lunchtime choices. By communicating the benefits of fish in an inspiring and engaging way through the design, Springetts Brand Design has successfully created a unique and impactful product.

The Power Lunch concept underwent qualitative testing along with several other ideas to ensure its effectiveness and appeal. The positive response and recognition received by the design industry further validate the success of this innovative lunch solution. Power Lunch was awarded the Silver A' Design Award in 2013, which recognizes outstanding expertise, innovation, and remarkable artistic skill.

With Power Lunch, Springetts Brand Design has not only created a visually striking and playful design, but also a solution that addresses the needs of busy city workers. This range of chilled fish lunch solutions offers a nutritious and convenient option for those looking to maintain a healthy lifestyle while on the go.